The project's objective was to create an empowering brand and store environment for the on-trend, plus-size woman that reflects the evolving Gen X and Y alternative culture. Inspired by a mythological after-hours club in New Orleans, Torrid is dark and romantic, eclectic and textural.

The storefront is a dramatic gateway to the Torrid lifestyle. Beckoning shoppers inside, a backlit red translucent glass panel is accented with handcrafted metal elements emulating the curvaceous hourglass shape of the Torrid woman. A mosaic porcelain tile floor of jewel tones and metallics sets the keynote for the color palette. Unique fixturing, such as armoires that one might find in the French Quarter, have a mix-and-match quality. These hand-painted, overscaled pieces anchor various departments within the space. At the store center, a large bronze metallic drape divides departments. The shoe area features overscaled, red sculptured chairs. The lingerie area features hand-blown glass chandeliers suspended from large plaster domes. Each oversized fitting room has flattering uplighting and decorative chandeliers.

A shimmering palette of jewel tones with a metallic underlay dominates the space. Eclectic materials include club-inspired, segmented mirror mosaics, nostalgic tin ceilings with finials and monumental decorative pieces that create a sense of both intimacy and romance. A red drippy chandelier at the store entrance along with hand-blown, red flaming heart torchre fixtures lend to the store's distinctive mood.